CHALLENGE

Franchisee and co-op managers in this network have demanding schedules, varying degrees of marketing expertise and operate within a highly competitive space. They needed strong creative with detailed instructions to encourage implementation of fully integrated campaigns in a timely, consistent manner.

STRATEGY

Designed four annual campaigns, each strategically focused on a seasonal customer need, such as air conditioning for summer.

Established a detailed brand personality profile for “Denise,” the brand’s primary target audience: busy, working Moms that are the “CEO’s” of their household.

Created striking, instantly memorable creative concepts.

Produced national television spots that were easily tagged for local offers and contact info.

Developed comprehensive, but easy to digest marketing guides that broke down implementation to three zones for franchise owners: In-Store (point-of-sale), Drive-By (signage) and 3-5 Mile Radius (advertising, direct mail).

RESULTS

Creative and execution approvals sailed through national Franchise Advisory Committee.

20% greater franchise participation in seasonal promotions.

Year over year sales boost posted in 75% of markets for the month(s) of each campaign.